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If you are testing two or more totally different approaches, an A/B test will often be most appropriate.

Traditional interface testing within applications is primarily concerned with appropriate functionality being exposed across all the ways users can interact with the application.

By continuously running back-to-back fine-granularity tests, you can often make significant conversion improvements. By their nature, these kinds of small incremental tests do not require a lot of work or emotional investment, and are ideal for this kind of champion-challenger continuous testing.

TESTING ASSUMPTIONS, NOT IDEAS

Making A/B testing a habit (even if you run just one test a week) will improve your efficiency in a traction channel by two or three times. There are many tools to help you do this type of testing online, such as Optimizely, Visual Website Optimizer, and Unbounce.

Each of the three engineering roles can execute any of these types of tests and they can be performed as automated or manual tests. Practically speaking, the smaller the test, the more likely it is to be automated.

Small tests are of short duration, usually running in seconds or less. They are most likely written by a SWE, less often by an SET, and hardly ever by TEs.